Website visitors come in all sizes and shapes, literally. They have different preferences, perceptions, uncertainties, expectations and your website needs to understand them and cater accordingly. One behavior of buying customers that is manifested across different industry types is the research oriented outlook which many of them adopt, looking for as much information as possible before buying form you or contacting you.
You might be following the best usability practices on your website offering information at the click of a button. The navigation of your site may be highly intuitive and your support team seems to be always ready to help. Though, this may not be enough in today’s competitive scenario.
Websites are becoming more and more complex. With loads of information, there is only so much that you can do to cater to your web audience’s requirements. Users look at many things like your product literature, installation directions, about us page, technical specifications and other content to come up with a decision for or against your product/service. Installing a site search feature will not only go a long way in helping your visitors find the content but will also help you in understanding your visitors in a much better way through web analytics tools like Google Analytics.
In summary, to compete successfully in a rigorous online environment, you need to understand your audiences better. This understanding can be further improved using a site search tool which will additionally help you in inflating your keyword lists, in getting new product ideas and in designing your website in a better fashion that suits your audiences.